UNIT 12 CRUISES

Structure

12.0 Objectives
12.1 Introduction
12.2 Origin of Cruise Industry
12.3 Present Cruise Industry
12.4 Typology of Cruises Products
12.4.1 Resort/Contemporary Cruise Product
12.4.2 Premium Cruise Product
12.4.3 Luxury Cruise Product
12.4.4 Niche/Speciality Cruise Product
12.4.5 Value/Traditional Cruise Product
12.5 Queen Elizabeth 2 Cruise: A Case for Developing Cruise Products
12.6 Key Marketing Techniques for Cruise Designers and Developers
12.7 Pricing of Cruise Products
12.8 Physical Layout of a Cruise
12.9 Cruise Along Ganges; A Model Case of Indian Cruise Product
12.10 Travel Tips for Cruisers
12.10.1 Getting To Your Cruise Ship - What to Expect?
12.10.2 Travel Tips
12.10.3 Cruise Line Security
12.11 Let Us Sum Up
12.12 Clues to Answers

12.0 OBJECTIVES
After going through this Unit you will be able to explain the:
• evolutionary stages of growth of cruise industry,
• factors which have fostered the growth of cruises,
• various types of cruises,
• marketing strategies used by contemporary cruise companies,
• factors to be considered while pricing, and
• popularity ground of cruising along Ganges.

12.1 INTRODUCTION
Travelling to any place of tourist interest is certainly an experience worth savouring. But to visit such
a place on a cruise is a unique, adventurous and exclusive experience. The cruise is widely regarded
as the most glamorous of all travel products. When we think about cruising, the natural reaction which
comes to us is that of romance, excitement and adventure. Romance of sea is not new; however, the
concept of cruising is new for all of us. Till 1920, cruises were enjoyed by only rich and famous
people, however, soon after World War II when warships were converted into passenger ships, mass-
markets for cruises were m ade available. When jet age started, giving a tough competition to cruisers,
in order to combat this situation the concept of contemporary cruises was introduced as a remarkable
marketing achievement. Under this concept the ship was no longer simply a means of transportation
but a destination in itself. Thus, cruising became a total vacation experience as we see it today.
In this Unit you will learn about the history of sailing ships and steamships, growth patterns of cruise
and steamship industry, layout of a cruise ship cruise as a tourism product and soon.
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12.2 ORIGIN OF CRUISE INDUSTRY
Knowledge of at least a brief maritime history is essential for all those who promote cruise as a
tourism product. It helps in generating interest in the product while its narration on the cruise itself is
an interesting topic for the tourist.
Ever since the Egyptians invented the sail in about 3200 B.C., ships have played an important role in
human history. Technological advances have been contributed by Greeks, Romans and other early
seafarers in the fields of ship building as well as improving the seaworthiness of sailing ships to
increase their speed. Technologically, much more was done; however, no attempts were made in the
direction of providing better comfort to the passengers.
In the 12th century when the compass and navigational charts were developed, ships began to venture
out to sea on longer voyages. The period between 1400 and 1800 A.D. was characterised with
constant improvement in sailing ship designs. For your reference a ready reckoner reflecting some
developments is given in Table 1.

Table 1: Milestones in Maritime History

1300 Northern European shipbuilders produce first rudder

1450 Mediterranean shipbuilders develop first full-rigged sailing ship

1620 Trading ship Mayflower brings first pilgrim settlers to America

1785 America’s John Fitch builds first operable steamboat

1802 World’s first tugboat built

1807 Clermont, built by Robert Fulton, becomes first commercially successful steamboat

1818 Great Britain launches first all-iron sailing ship, The Vulcan

1819 American Savannah is first steam-powered ship to cross the Atlantic Ocean, using sails for a portion
of the 29-day trip

1836 The first propellers to drive steamboats are introduced

1838 Great Britain’s Sirius is first ship to cross the Atlantic Ocean solely with steam power

1840 Cunard Line offers scheduled steamship service across the Atlantic Ocean

1871 White Star Lines launches first luxury liner, Oceanic

1910 First motor ships invented

1912 Sinking of White Star luxury liner, Titanic

1954 The United States launches nuclear-powered submarine, Nautilus

1959 The United States launches first nuclear-powered merchant ship, Savannah

1969 American tanker Manhattan is first commercial ship to sail through the Northwest Passage

1969 Great Britain’s luxury liner the Queen Elizabeth-2 is launched

1985 Wreck of the Titanic is discovered in the North Atlantic Ocean

(Note: You can add to this the events related to seas of your own country or destination)

This was the age of overseas expansion, when sea routes were opened up from Europe and the Far
East and across the Atlantic and the New World. Trade was still the primary motivation, however, the
passenger transportation began to increase in importance. It was in 1818 that Black Ball Line
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introduced regular trans -Atlantic passenger services. However, with the increase in immigration other
passenger liners also began their regular services between U.S. and England. Consequently, in this
increased competition, speed of passage improved and as a result duration of journey was reduced. By
the ships, in 1840, the crossing time between Liverpool and New York City was about three weeks.
This kind of competition not only resulted in improvement of the spee d of journey but also the
passenger comfort, though still were not luxurious as they are today. In mid 19th century passenger
and cargo were carried on longer routes by clipper ships, but, by 1860 they were replaced by
steamships. Initially steamships were used only for inland waterways throughout North America. In
1819, the first steamship crossed the Atlantic and in 1840, the famous Cunrad Line became the first
liner to offer cross-Atlantic services. It started offering these services so regularly that Cunrad Lines
became synonym to the steamship services between U.S. and England. Gradually, Cunrad spread its
wings all across the world to cater the needs of passengers and cargo. Cunrad Line’s success
motivated other service providers like White Star (British), North German Llyod (German) and
Hamburg-American Lines to not only provide competition to it but also to supplement its services. By
the end of the century French and Dutch also entered in the race. When crossing the Atlantic got
crowded with Liners U.S. turned its attention to the Pacific and as a result Pacific Mail Steamship
Company came into existence in 1867.
As the rivalry among these shipping companies intensified, each line tried to outdo the others with
longer ships, faster crossings more luxurious accommodation and other ancillary services. At this
point of time a steamship could carry as many as 50 cabin passengers, but ten times that number in
steerage, i.e., lowest class on board located near the engines. The rich, who could afford these cabins
with plush interior, travelled for pleasure and expected luxury whereas steerage passengers travelled
to get to their destinations, with limited expectations. Two of the most significant developments
which have saved the thousands of miles and dozens of days at sea were construction of Suez Canal
(1869) and Panama Canal (1914).
The early 19 th century is dotted with the arrival of ocean liners. A liner is an ocean going passenger
vessel that runs over a fixed route on a fixed schedule. The term is gener ally applied to those large
luxury ships that came into trans -Atlantic service since 1885. It can include the ill-fated Titanic.
By early 20th century, standard of onboard accommodation was more or less like a 5-Star resort hotel
with hot and cold running water, private baths, sumptuous meals and lavish public rooms. At this
point of time 80% of all steamship passengers were citizens of United States travelling either on
business or for pleasure. Thus, a decline was registered in the volume of steerage traf fic and there
appeared a new breed of passengers – tourist third class, including thousands of citizens of United
States eager to see the wonders of Europe.
During the 1920s some shipping companies began to offer the first world cruises and winter cruises in
the warm waters of the Caribbean and Mediterranean. During the summer, they returned to regular
scheduled passenger service. Competition among the shipping lines continued between 1920s and
1930s resulting in increase in line size.
Post World War II period is marked as modern age of steamships due to good time boom in tourism.
As a result by 1958, there were 25 companies operating 70 ships alone on trans-Atlantic routes.
Astonishing aspect about shipping business in modern age is that most of the cruise passengers were
American but shipping liners were owned and operated by the Europeans. Reason for this was that
labour costs in U.S. was too high as compared to their foreign counterparts, that is why most of the
American liners were either priced out of passenger market or based itself out of U.S. so that by
registering themselves outside United States, ship owners could pay wages lower than demanded by
unions in United States.
In post-Jet age (1958) more than 63% of all transatlantic passengers travelled by air, it was a dramatic
turnaround. It was understandable that most of the business travellers would prefer to travel by air to
cross Atlantic in eight hours rather than by spending four to five days in ship. Not only businessmen,
but also even vacationers and travellers preferred to travel by air. When many of the passenger liners
could not afford to operate half empty, some were junked as scrap; a few docked as tourist attraction
but most significantly, many were converted into cruise ships, i.e., moder n cruises. This concept of
shipping not only targeted at rich and privileged segment of the society but also aimed at much larger
segment of society, i.e., tourist market. Not all of the older suppliers could be adapted for the cruise
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business so much so that giants such as the Queen Mary, Queen Elizabeth and United States proved
uneconomical to operate and were withdrawn from the services by 1970. Cunrad’s Queen Elizabeth-2
(QE2), a 65000 tonne liner, was built as a replacement for Queen Elizabeth I in 1969. This clearly
reflected the demands of new cruise markets. Its onboard facilities included four swimming pools,
several bars, lounges, shops, a nightclub and a children’s play room. All cabin were fitted with air
conditioning and private bath/shower. The liner had passenger, crew ratio of 2:1 (i.e., for 1700
passenger there were 900 crew members) which became a standard on most cruise ships. Since this
was only a winter -scheduled cruise, next phase was the development of year round cruise. In this
direction Norwegian Caribbean lines took the lead by providing the first mass-market package from
Miami to Bahamas. Miami was rapidly replacing New York as number one port in the United States
as Caribbean became the major cruising field. New cruise companies like Royal Viking Line and
Royal Caribbean Cruise line introduced fleets of ships specifically designed for Caribbean cruising.
At this point of time focus of shipping companies changed from increased speed and comfort to fuel
efficiency and low operating cos ts so that package can be offered to masses within their budget limits.
With the use of aluminium for making ships super structures, new ships were considerably lighter so
they consumed less fuel and moreover, with the widespread use of diesel engines price was further
reduced to make their packages more attractive and affordable.

12.3 PRESENT CRUISE INDUSTRY

By early 1970s cruise industry had established itself as a permanent force in the tourist industry and
has continued to grow to its present shapes. During all these years a few of the older shipping
companies like Cunrad, P&O (British) and Holland America (New York) have successfully made the
transition from point to point services to cruise trade. As a result, of new ships, new ports of
embarkation and ports of call, new destinations and new itineraries and a new cruising lifestyle
cruising has experienced tremendous growth in the past decade. Keeping up with all the changes and
expansions increasing number of people are discovering the all-inclusive pleasures of a cruise
vacation. More singles, families, couples, honeymooners, second honeymooners and group of friends
are sailing away on the vacation of their lives. In the year 2001 approximately seven million people
enjoyed a cruise vacation. An estimated 95% of cruises are purchased through travel agencies. The
high level of vacationer’s confidence has been earned by the agents as they have continually
demonstrated their expertise in the cruise trade. At present approximately 20,000 travel agencies are
affiliated with Cruise Lines International Association (CLIA). CLIA has 25 member cruise lines
operating more than 130 ships crossing 1800 destinations with ever expanding list of amenities.
According to James G. Godman, President of CLIA in the early days of cruising, most sailings were
one to two weeks and longer that meant that cruise vacationer were predominantly retired and
wealthy, in other words, those who had the time and money to enjoy a cruise vacation. But now the
face of today’s cruiser has changed drastically. Today’s wide variety of cruising products has made
travellers aware of the many possibilities available on a cruise and opened the doors to a world of a
new and young cruise travellers. In 1986, the average age for cruiser was 56. But on the basis of
market profile study conducted by CLIA in 2000 average age is found at 50, while the average age of
cruise prospect is 43.
In present times the dramatic changes in ship deployment have also clearly illustrated that cruise lines
have moved their vessels in response to world events and to find attractive new itineraries for their
new builds. For instance, world events led several cruise lines to shift their focus away from the
eastern Mediterranean and revamping itineraries to features additional visits to ports in the western
Mediterranean, Italy, Spain, the United Kingdom, Baltic Sea area and Northern Europe. As a result,
the number of cruises slated to sail the Mediterranean in 2002 dropped by 20%. In 2002, CLIA’s
figures show that the number of cruises in rest of Europe has risen from 899 in 2001 to 1678 in 2002,
an increase of 86%.
CLIA’s annual destination analysis reveals that the Caribbean/Bahamas captured 46.6% of the market
in 2002 (compared with 44.5% in 2001); as usual this area was the top destination for capacity
placement. In second place is Europe, with nearly 11% of the market, compared with 8% in 2001.
Popular European regions include the Baltic, the Norwegian coasts and the Spanish and French
Rivera. Alaska stood at fourth place, by inching up its share to 7.95% in 2002 as compared with
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7.89% in 2001. Western Mexico also tripled in number of bed days, i.e., jumping to 5.5% of market
from just under 2% in 2001. Bed days on trans-Pacific cruises more than doubled, i.e., from .11% in
2001 to .22% in 2002; cruises along the East Coast doubled to .23%; Antarctica tips the scale at .12%
of market share; capacity in Far East increased by 67%, i.e., commanding .57% share against .36% of
share in 2001; and bed days in Hawaii increased by 22%, i.e., earning 2.99% up from 2.61% in 2001.
Another interesting trend indicated by CLIA’s destination analysis is the growth of smaller, regional
ports of embarkation, e.g., the number of embarkations at miscellaneous U.S. ports has grown in the
last five year from 136 cruises to 439. The result is an increase in variety of destination experiences
that complement the variety of onboard experiences that are available to cruises at present.
Here we have done the sampling of some of the itineraries offered by cruise liners during 2002
indicating some of the port of calls. This is done to give you some idea to design your cruise product
accordingly:
1) Carnival Cruise Lines introduces "Fun Ship" cruising from Europe as the new Carnival Legend
sails a 12-day roundtrip Northern European voyage from Harwich (near London) Aug. 24-Sept. 5.
The sailing stops at Copenhagen, Denmark; Warnemünde, Germany; and Helsinki, Finland;
followed by a two-day stay in St. Petersburg, Russia, and visits to Tallinn, Estonia; and
Amsterdam, The Netherlands.
2) Celebrity Cruises' Constellation begins its inaugural season in Europe with two seven-night
Mediterranean round-trip sailings from Barcelona May 12 and 19, with calls in Villefrance,
France; Ajaccio, Corsica; Civitavecchia and Naples, Italy; and Valletta, Malta. Constellation also
presents 10-night round-trip cruises from Barcelona Sept. 13 and Oct. 4, with calls in Villefrance
and Marseilles, France; Livorno, Civitavecchia and Naples, Italy; Valletta, Malta; Palermo, Sicily;
and Malaga, Spain.
3) Costa Cruises' fleet takes travellers from Scandinavia to the Mediterranean. Sailing from Genoa,
Venice, Savona, Amsterdam and Copenhagen, Costa offers seven- to 16-night cruises to the
Eastern and Western Mediterranean, Canary Islands, Spain/Portugal, Baltic and Russia,
Fjords/North Cape and transatlantic. Costa Atlantica, for example, sails from Venice on a seven-
night itinerary to Greece from May 19 to Oct. 27, while Costa Romantica sails from Copenhagen
to the Fjords, Baltic and Russia June through September.
4) From late May into November, Crystal Cruises' Crystal Symphony calls in 48 European
destinations in 20 countries on 14 sailings with 13 distinct itineraries in Scandinavia and Russia,
Northern Europe, the Mediterranean and the Canary Islands. Crystal's enrichment program
includes Sotheby's lecturers, Atlantic Monthly editors, world-renowned wine experts, guest chef
Jacques Pépin, as well as noted guest chefs from The Leading Hotels of the World, Ltd.
5) Cunard Line has added a new Mediterranean sailing aboard Queen Elizabeth 2 in 2002. It
departs Southampton, England, Sept. 1 on a journey that includes port calls at Lisbon, Portugal;
Barcelona, Spain; Ajaccio, Corsica; Civitavecchia, Italy; Livorno, Italy; Cannes, France; and
Palma de Mallorca, Spain, before returning to Southampton.
6) Holland America Line's Noordam features Baltic, Northern Europe, Mediterranean and
transatlantic cruising this summer. The ship sails 19 cruises from April 26 through Oct. 31,
including nine "Gems of the Baltic" sailings, departing roundtrip from Copenhagen June 9, 19 and
29; July 9, 19 and 29; and Aug. 8, 18 and 28. Guests cruise the Baltic Sea to Tallin, Estonia; St.
Petersburg, Russia; Helsinki, Finland; Stockholm, Sweden; Kalmar, Sweden; Warnemünde,
Germany; and Arhus, Denmark.
7) Norwegian Cruise Line's Norwegian Dream sails roundtrip from Dover, England May 13 and
25, June 6 and 30, July 12 and 24, and Aug. 5, 17 and 29, calling on Tallinn, St. Petersburg,
Helsinki, Stockholm, Copenhagen and Oslo. On June 18 it departs Dover, calling on Flaam and
Kristiansund, Honningsvaag, Trondheim, Hellesylt, Geiranger, Bergen and Stavanger, Norway,
before returning to Dover.

8) Orient Lines offers new destinations for Crown Odyssey in 2002. The "Connoisseurs Europe"
13-day cruise tour features two-night hotel stays in Lisbon and London and visits Porto, Portugal;
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 medieval La Rochelle, St. Malo; and Le Havre, France. The "Jewels of the Mediterranean" 12-day
cruise tour from Nice to Barcelona Aug. 3 and 27 offers two new ports of call – Ajaccio, Corsica
and Ibiza, Spain – as well as port calls in Livorno and Civitavecchia.
9) Princess Cruises' Golden Princess sails a revised Grand Mediterranean itinerary in 2002,
travelling between Barcelona and Venice on a ser ies of 10- and 12-day cruises. The 10-day
itinerary, offered in May, now features stops in Malta and Monte Carlo, in place of an originally
scheduled overnight in Istanbul. The 12-day itinerary includes visits to Civitavecchia and Malta in
place of Istanbul and Kusadasi.
10) Royal Caribbean International takes travellers to Scandinavia and the Mediterranean. Brilliance
of the Seas sails 12-night roundtrips from Harwich, England July 22 and Aug. 3, 15 and 27, with
calls in Oslo, Norway; Stockholm, Sweden; He lsinki, Finland; St. Petersburg, Russia; Tallinn,
Estonia; and Copenhagen, Denmark. Splendour of the Seas sails a seven-night roundtrip itinerary
from Barcelona every Sunday, May 5-Oct. 20. The ship visits Villefranche, France; Florence/Pisa,
Rome and Naples, Italy; and Valletta, Malta.

11) Windstar Cruises marks its 11th season cruising through the Greek Isles. Beginning April 27,
Wind Spirit and Wind Star will sail 46 seven-day cruises between Athens (Piraeus), Greece and
Istanbul, Turkey. Ports of call include the islands of Kusadasi and Bodrum, Turkey; Rhodes,
Santorini and Mykonos, Greece. The line offers Aegean repositioning cruises between Athens,
Greece and Rome, Italy, with journeys to such off-the-beaten locales as Ermoupolis, Navplion
and Gythion, Greece, as well as Messina and Capri, Italy.

12.4 TYPOLOGY OF CRUISES PRODUCTS

Let us discuss the various types of cruise products:

12.4.1 Resort/Contemporary Cruise Product

This category of cruise vacation represents the equivalent of floating "Resorts at Sea." The ships range
in size from mid-sized (500 to 1500 guests) to large, and includes the newer "mega" cruise ships that
can accommodate over 3000 guests. Choice is the operative word when describing resort or
contemporary style cruising. These value-packed mainstream vacations are characterised as activity
rich, often exceeding the amenities found on a comparable land-based vacation. The atmosphere is
generally casual with opportunities to dress more "formally" on select evenings. Extensive onboard
diversions include pools, health clubs and spas and a selection of dining options including beautiful
dining rooms, casual lido deck restaurants, pizzerias and a variety of specialty themed restaurants.
Most also feature organised age specific "Children's Programs" with trained youth counsellors. In the
evening you can enjoy "Broadway" or "Vegas" style productions, a comedy act, the casino, or you can
go dancing or just relax in one of the many onboard lounges. Cruise rates for a resort style cruise
typically range from $150 to $350 per person, per day, and vary by season, cruise line, and itinerary.
Your best resource for current cruise pricing and specials is to consult with a CLIA affiliated travel
agency or a CLIA certified cruise counsellor.

12.4.2 Premium Cruise Product

A premium cruise product features all of the same shipboard amenities as a typical
resort/contemporary cruise (spas, health clubs, pools, multiple dining options and restaurants, intimate
lounges and incredible entertainment, age specific children's programs, casinos and more) but offers
additional upscale features for discerning travellers. Ship size ranges from mid - sized (500-1500
guests) to large (over 1500 guests). Premium class cruises typically feature additional guest space, art
collections, refined service and gourmet style cuisine. Cruise rates for resort and premium class
vacations can ranger from $175 to $400 per person, per day. Of course rates vary by season, cruise
line and itinerary. Your best resource is to consult a CLIA-affiliated travel agency or CLIA certified
cruise counsellor for more information and a rate quote.

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12.4.3 Luxury Cruise Product

Luxury cruises appeal to the traveller who demands the finest quality available and luxury cruise ships
offer services and amenities that rival the best resorts worldwide. Ship size runs the gamut from small,
intimate yacht like vessels to mid-sized ships hosting nearly 1000. What the luxury cruise lines have in
common is the highest level of refined personalised service and an environment reflecting the highest
quality and taste. Gourmet dining onboard a luxury cruise rivals the best restaurants on land. Luxury
cruise ships circumnavigate the globe providing amazing world cruises or segments of a world cruise to
the most exotic ports on earth. These luxury vacations are generally categorised by an open seating
policy for onboard meals, butler service and additional guest programs and amenities such as
complimentary pre/post hotel packages or exclusive shore excursion/tour events. The atmosphere aboard
a luxury cruise ranges from casual to formal and luxury cruise guests can expect a spacious
environment, comfort, luxury, choice and unparalleled service. Luxury cruise prices vary by season,
itinerary and destination, and range from under $400 to $1000 per person per day. For more information
on luxury cruises, consult a CLIA-affiliated travel agency or a CLIA certified cruise counsellor.

12.4.4 Niche/Speciality Cruise Product

Niche and specialty cruises offer guests a cruise vacation with a distinct expertise and focus. Most
niche/specialty cruise lines are destination experts and provide guests with an opportunity to immerse
themselves in the culture that they are visiting. CLIA member cruise lines in the specialty segment
feature expertise to destinations like Antarctica, Hawaii, Europe, the Mediterranean and the Greek
Islands, South America, the Orien, Asia and Scandinavia. Niche and specialty cruises which also
include "soft-adventure" vacations will often feature the following items on their schedules to provide
their guests with an enrichment experience as well as a vacation:

• Destination-rich cultural itineraries,

• Enrichment seminars by distinguished guest experts,

• Naturalists, geologists or licensed guides,

• Regional cuisine, and

• Continental atmosphere with multinational guests.

These cruise vacations emphasise destination and discovery and have a broad appeal to experienced
travellers. Niche and specialty cruises are a great value and a convenient and comfortable way to see
the world. Types of ships, accommodations and amenities vary by cruise line. Cruise fares range from
less than $200 per person, per day, to $400 but will vary based on season and itinerary. For more
information on niche and specialty cruise lines consult with a CLIA-affiliated travel agency or a CLIA
certified cruise counsellor.

12.4.5 Value/Traditional Cruise Product

Classically styled cruise ships, the all-inclusive convenience of a cruise vacation, exciting destinations
to explore, and moderate, economical pricing (which typically ranges from under $100 to $175 per
person, per day) describes the value/traditional cruise market. Most ships serving guests in this
category feature the charm and intimacy of a traditional cruise ship with facilities and services that
appeal to today's vacationer. These ships are typically small to mid-size and combine the standard
features of a cruise vacation at a moderate price. With a variety of U.S., Caribbean, Canadian and
European itineraries to choose from, the value cruise vacation category provides an affordable way to
see the world. For more information on these terrific cruise values consult with a CLIA affiliated
travel agency or a CLIA certified cruise counsellor.
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12.5 QUEEN ELIZABETH 2 CRUISE : A MODEL CASE FOR
DEVELOPING CRUISE PRODUCTS
Imagine a floating palace where the pleasures are unmatched. Where royalty, millionaires and film
stars have been known to stroll on gleaming teak decks while savouring the earth's most dramatic
panoramas. Welcome aboard the one and only Queen Elizabeth 2. Thanks to a refurbishment from
bow to stern, she is uniquely prepared to pamper you with the utmost contemporary comfort.
Still the only ship offering regularly scheduled transatlantic service, Queen Elizabeth 2 is also an
honoured guest in ports near and far. Sailing the world's waters, she becomes your glamorous refuge.
On Board
Whether you prefer days of leisure or stimulating activities, Queen Elizabeth 2 accommodates
extravagantly. Enjoy a dazzling variety of concerts, films and illuminating talks. Indulge in swimming
and aerobics – or soothing treatments at the spa, featuring world-renowned Steiner Leisure Spa
Products – or stroll among the Royal Promenade boutiques.
Later, linger over cocktails in the Crystal Bar or the Queens Grill Lounge before sitting down to feast
on QE2's culinary rituals - from a simple spa lunch on deck or cream cakes and Darjeeling at tea time,
to casual meals in the Lido, or the tantalising gourmet fare in one of the formal restaurants.
Wherever you dine you will enjoy Queen Elizabeth 2's impeccable Cunard White Star Service, as
attentive waiters guide you through a tempting array of courses.
Ascend to the Sun Deck Bar, where the views span the hor izon. Applaud the piano player in the Chart
Room or take a seat in the Grand Lounge, where a Broadway style is about to premier. Dance to the
accompaniment of the orchestra in the Queens Room, toast the sunset in the Yacht Club, raise your
voice in song in the Golden Lion Pub, or perhaps Lady Luck will entice you to the Casino.
Select Accommodation
Perhaps you're a connoisseur who always takes a suite at the finest hotel. Then again, this grand ocean
voyage may be your lifelong dream. Whatever your desires , Queen Elizabeth 2 accommodates you
beautifully with a luxurious blend of dining venues and living quarters distinctly suited to you.
Aboard ship, each choice of freshly redecorated accommodation is paired with an elegant sea-view
restaurant. Whatever gracious mode of living you select, you will enjoy the superb service of Queen
Elizabeth 2's attentive staff.
• Luxuriate in a Queens Grill sea-view suite or ultra-deluxe cabin, paired with the finest single-
seating restaurant afloat.
• Choose Princess and Brit annia Grills for deluxe ocean-view cabins and intimate single-seating
restaurants.
• Caronia accommodations combine comfortable sea-view cabins with a single-seating restaurant.
Mauretania accommodations feature inside and outside cabins with a restaurant offering exciting
menus and a choice of early or late seating.

12.6 KEY MARKETING TECHNIQUES FOR CRUISE DESIGNERS

AND DEVELOPERS
As you have already been told in preceding part of this Unit that an estimated 95% of cruises are
purchased from travel agencies and one of the most recent Market Profile Study confirmed that
the majority of vacationers are confident that travel agents are knowledgeable and competent. In
fact, cruisers use travel agents significantly more often than other vacationers, since they are seen
as the cruise experts. The high level of vacationer confidence has been earned through the years
as agents have continually demonstrated their expertise in the cruise industry. These agents have
marketed their products so well as that cruises have a higher percentage of satisfied customers
than any other vacation experience.
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A latest survey done by CLIA across U.S. and Canada revealed this terrific satisfaction rate:

96% Good/Very Good/Excellent

Figure I: Satisfaction Rate of Cruisers

(Source: Survey of CLIA conducted in September 2001)

This pie chart clearly indicates that although number of cru isers may be small as compared to
other vacationers, however, satisfaction rate is terrific. Another section of this study focussed
upon value for the money which cruiser invests in cruising experience. Once again almost 91%
of respondents believed it is Excellent/Very Good/Good as is evident to you from below given
pie chart.

91% Good/Very Good/Extremely Very Good

Figure II: Value for Money invested by Cruisers

(Source: Survey of CLIA conducted in September 2001)

This all has become possible just because of successful marketing by travel agents who have
equipped themselves with all updated information regarding cruises, cruises products, i.e., ships
of all sizes, more and varied amenities and about more than 1800 destinations to suggest their
customers so on and so forth. Thus, with all this knowledge in hand as an agent this is your job to
match the consumer’s needs with the perfect cruise, taking into account factors, such as, length
of cruise, time of year, destination, activities, accommodations, over style and activity level.
Hence, to market the cruises products effectively you must acknowledge the fact cruising today
is perceived as an affordable and high value vacation by ever increasing size of upper middle
class whose disposable income and leisure has increased in right proportion.
As a marketer it is important for you to know that what is the size of the cake available to you.
According to CLIA, 96% of the population of U.S. and Canada has never taken a cruise. This
percentage can be even much higher in the case of our country. This means that this huge section
of population are ready to become the first time cruiser you have the information and confidence
on how can you tap this vast potential market.
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Firstly, you shall try to find out why such a large section of population has not yet taken a single
cruise. You will find that there may be two reasons for failure of cruise industry to capture them,
viz.,
a) Lack of public awareness about the range of cruise products available; and
b) Misconception about cruising.
As far as the first reason is concerned individual cruise companies have their websites displaying
their whole range of products and prices, amenities on board, cruise security, documentation
required as well as answer to all possible question of first time cruiser. Second reason is of great
concern to you as an agent. You shall try to provide distinction between traditional and
contemporary cruises. That today they are not just meant for rich and elderly people; they just do
not last for several weeks or months, today we have growth of smaller regional ports of
embarkation increasing thereby variety of destination experiences complementing the variety of
onboard experiences; contemporary cruises are just not expensive, upscale or formal but rather
they are of shorter duration (4 days, 3 nights), have lower costs and are targeted to appeal to a
much wider market.
A most successful marketing tool to target first time cruisers would be to introduce three -four
days cruises. Once you are able to sell and satisfy these first timers with these short duration
cruises, they are more likely to take longer cruises with yo ur company in future. Just to get
people in to the swing of cruising you may even propose one-day cruise. The idea would be just
to remove above stated misconception of cruise vacationers.
The potential target market group for these three-four days cruises would be 30-35 age group
people, i.e., who are either singles, honeymooners, DINKS or even small families. For those
having small babies you can also market value added services, like, baby sitting, reduced rates
for children, sharing their parents’ accom modation, special educational programmes for children
below 10; so on so forth.
Some of the cruise lines have successfully marketed and handled meeting and conventions on
board for two-three days and thus, cruise comes as an incentive to the participants.
As an agent you have to market:
a) Fly/Cruise Packages,
b) Land/Cruise Packages.
In the former case passenger fly to the point of embarkation and thus air fare is included in the
package price; while marketing this kind of package you issue to your passengers an air travel
credit if passenger doesn’t want to be a part of scheduled flight chartered by cruise liner. This
credit is thus deducted from cruise fare. As the market became more competitive, some of the
enterprising cruise marketers have introduced “fly one way – cruise the other” package. In other
words, you cruise from Kolkata to Port Blair and a return trip may be by flight. The unique
selling proposition of this package is that it reduces point-to-point travel time, allowing
passengers to custom -tailor their vacations.
In the later case, the land section of the package typically involves a short stay in a hotel at or
near the port of embarkation. Here we can give the example of American, Hawaii Cruises which
gives passengers booking for their seven day Hawaiian Islands cruise the option of a three
day/two night vacation at an island hotel. In another example you can witness the stroke of
market genius that packaged four night Bahamas cruise with a three-day Disney World vacation.
This has become most popular of all land/cruise options. The Disney World segment basically
includes accommodation at an Orlands Hotel, admission to the Magic Kingdom and EPCOT
Centre, a tour to the Kennedy Space Centre and use of a rental car to name a few of the
attractions of the package. On this pattern you can design and develop your cruise options so as
to make it attractive not only for first time cruiser but also for experienced.
While marketing the cruises hardest task for travel agents/professionals is marketing the
frequently asking requirements of different types of travellers to the different types of cruises.
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Only a few clients who come to the agency know the ship they wish to travel by, moreover, a
large section of people even don’t have the geographical idea they want to visit. Thus, it is your
job to find the right ship for each potential passenger, i.e., you should first establish the most
essential requirements of the passenger. These requirements may vary from opportunities to get
socialise on board to the kind of entertainment activities being provided by the cruise liner or if
your passenger is looking for quieter atmosphere, which is most common among older
passengers.
Once these requirements have been established you can start to narrow down the choice of
possible ships, and itineraries. You are advised to use any one or more reference books:
• The Official Steamship Guide International (OSGI) ; up-to-date listings of cruise
schedules throughout the world, information on cruise lines and featured ports of call.
• The Worldwide Cruise and Shipline Guide; much as the same material as in OSGI, plus
information on port taxes, staff/passenger ratios, and maps (published by OAG).
• Ford’s International Cruise Guide ; extensive coverage of individual cruise ships.
• Ford’s Freighter Travel Guide ; listing of freighter cruises, river cruises, and yacht charters.
• Ford’s Deck Plan Guide; plans of over 130 ships.

• The CLIA Cruise Manual; profiles of ships and CLIA member cruise lines, maps of ports,
detailed descriptions of on-board cruise programmes, and information on reservations
procedures (published by CLIA).

• Garth’s Profile of Ships ; profiles of about 200 vessels.

12.7 PRICING OF CRUISES PRODUCTS

Once the product is designed and developed it needs to be priced according to market conditions you
must acknowledge the fact that if any sector is travel trade has highest overheads that is cruises. It
makes it mandatory for cruise liners to achieve 85-90% occupancy rate to meet their operating cost.
On the contrary, airlines viability can be achieved at 60-65% and of hotels at 55-60%.
For cruises to achieve this level of occupancy rate price is the only key factor which can make sure
that cruise ship leaves the port to its maximum capacity. Just like airlines and hotels, cruise liners also
offer tiered pricing system, i.e., different prices for different income groups and accordingly attached
amenities differ. On one cruise there may be as varied as a dozen of pricing schemes. In other words,
for the extra money, the cruise passenger gets a better service and location. The cabins on all decks
are categorised either as outside cabins or as inside cabins; outside cabins are prices at premium
because while staying in these cabins cruisers can enjoy the sea beauty. For example, you can
categorise your cabin accommodation differently according to their sizes and location and may be
priced accordingly:

Size Cabin Types Rates

605 sq. ft. Executive Suites $150 – 450
per day
436 sq. ft. Junior Suites
149 sq. ft. Ocean View Stateroom
Inside Stateroom
157 sq. ft. Ocean View Stateroom with Window

201 sq. ft. Ocean View Stateroom with Porthole (Balcony)

Not only their floor area or extra facilities vary but their location also vary. For instance, on the same
cruise, you can have following layout product designed:
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 Cabin Types Deck
Executive Suites 9 and 10
Junior Suites 9 and 10
Ocean View Stateroom with Balcony 9, 10 and 11
Inside Stateroom 4, 5, 6, 8, 9, 10 and 11
Ocean View Stateroom with Window 5, 6, 8 and 9
Ocean View Stateroom with Porthole 4, 5 and 6

It is for obvious reasons that of their floor area added attractions and location are different their price
tag bound to differ. However, the most expensive category, i.e., Executive Suite can be twice as high
as the least exp ensive, i.e., connecting cabins or economy class cabins. To achieve higher rate of
occupancy you may offer discounted fares to your passengers. You may well think of giving early
bird incentive to those who book in advance or some discount may also be forwarded to those who
give you repeat cruisers. You can also encourage accommodation of extra one or two cruisers in the
cabins at much reduced rates as a promotional method for your cruises provided if your terms of
agreement with the cruisers permit you to do so.
Thus, as an agent you shall always keep in mind factors which normally govern the pricing of
cruisers. Those factors can be listed as:
a) Duration of cruise;
b) Season;
c) Cabin location or size; and
d) Ship profile.
Duration as a factor is obvious because of two-week cruise is likely to cost more than a seven-day
cruise. Costs are usually worked out on daily rate basis, i.e., if the total cost of a four day cruise is
US$ 800 then per diem (daily rate basis) cruise would be US$ 200. This makes it easier to compare
costs for different cabins or for different cruises.
When you are booking your cruiser during peak-season, chances of getting much discount from cruise
liners is quite low and so price is bound to be high as compared to cruises purchased in lean season.
For example, peak season for Caribbean is winter and for Alaska is summer.
As you have already been told about different categories of cabins and their location. It must be
evident that higher above water the more expensive the cabin will be, because higher cabin provide a
better view and are also usually close to public areas. Cabin located amidships are more expensive
than cabins located either forward or after, because any side to side movement or up and down
movement is less pronounced amidships. Besides, outside cabins are more expensive than inside
cabins. In fact, cabins located on lowest deck are also expensive than inside cabins. Alongside
location, size of cabin is also a determining factor for pricing. If size of the cabin is big, cabins can be
shared with third or fourth passengers who travel at reduced rates. You shall always advise your
cruisers that whatever may be the price tag or location of accommodating cabins; all passengers are
entitled to same high level of services.
Final factor affecting the price of a cruise is of course the type of ship. Same of the older vessels that
have been converted from point-to-point service, command higher prices because they are more
spacious and with lower passenger densities as compared to contemporary cruise liners.

12.8 PHYSICAL LAYOUT OF A CRUISE

It is essential that you should have fair idea about location of various categories of cabins, as well as
deck location onboard. For example, larger liners can have as much as ten decks extending from top
to bottom of the ship passenger accommodation are usually concentrated in the lower decks whereas
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upper decks are reserved for public rooms, swimming pools and activity areas. Liners designed for
warm water cruising have larger areas of open sundeck on board than ships sailing for summer port of
calls, like, Alaska or Northern Europe.
Cabins or staterooms as they are called are either outside or inside cabins. Outside cabins have
portholes or windows to provide a view of the oceans. Inside cabins don’t have access to natural light
and face on to a central passageway. Therefore, most of the cruise lines design their vessels with
maximum number of outside cabins.
Most cabins are designed to accommodate two passengers on twin share basis. These beds are
convertible in to sofas or can also recess in to the wall. For economy class passengers, small cabins
are designed with upper and lower berth arrangements, as you normally see in the railways. Some
kind of large cabins are designed with two extra passengers sleeping in upper berths above the twin
beds. This is most ideal for small families of 2+2. The largest and most comfortable cabins are the
suites and junior (mini) suites, usually featuring fixed double beds, separate dressing and sitting areas
and a bath as well as a shower. For further illustrations, layout of a ship is given below:

12.9 CRUISE ALONG GANGES – A MODEL CASE OF INDIAN

CRUISE PRODUCT
On the basis of model given by Philip Kotler for designing a new product you can assimilate
different cultures from Gommukh in the mighty Himalayas, to Ganga Sagar in the Bay of Bengal
wherein the Ganga not only provides a cultural link for thousands of people but it also provides
resources opportunity for designing and developing cruise products. It is a living spectator to our
glorious past and also a symbol of Indian civilisation. Sailing down the Hooghly, a tributary of the
mighty river in West Bengal, on a Ganga Cruise takes you on a journey through the various
unexplored sights of West Bengal.
While designing this product the main ideas shall be to regenerate interest in the river and also to
provide a glimpse into present lifestyles. For this you have the Sunderbans Circuit. The Ganga
Heritage Cruise already in operation is targeting at the high budget tourist. For three days and two
nights this neatly mounted cruise – run by West Bengal Tourism Development Cooperation
(WBTDC) in cooperation with ITC Hotels – covers unexplored river routes and gives you an insight
into a rare combination of rural, colonial and Nawabi culture. For a few days travellers are lost in the
corridors of Bengal’s charm, a land as rich as its wealth of literary culture.
The cruise’s itinerary captures the essence of the rich heritage of the seven districts of Murshidabad,
Nadia, Bardhaman, Hooghly, Howrah, North 24 Parganas and Kolkatta. The cruise boat which has the
capacity to accommodate 30 people, has a lounge, kitchenette and high capacity overhead water tanks.
Liveried attendants provide passengers efficient service while a TV, VCR, music system and a live
band on the deck add to the pleasure of the journey. A bar has also been provided to soothe your
spirits on board the cruise.
Before you board the cruise you are taken to several places in and around where you can feel the glory
of the bygone Nawabi era. The three-day sojourn’s starting point is Behrampore where after breakfast
you proceed to Murshidabad.
Murshidabad, the capital of the Bengal Nawabs is today a quiet town on the riverbanks. Founded by
the Moghul emperor, Aurangzeb’s governor, Murshid Quli Khan, in the early 18th century,
Murshidabad saw the construction of various buildings during his rule. One such construction is the
Katra Mosque. Built in 1723 the mosque is situated on a 54 metre high square plinth and is
surrounded by a row of double-storeyed domed cells. A winding staircase inside each minar leads to
the top. Murshid Quli Khan’s body was laid to rest in the mosque. According to popular belief anyone
who enters the mosque has to walk over the Nawabs’s body, which enables him to wash away his
sins. The tomb and mosque of Azimun-Nisa Begum, daughter of Murshid Quli Khan can also be seen
in Murshidabad along with the mausoleum of Suja-ud-Din. But the architectural surprise in
Mkurshidabad in Hazarduari (meaning the pala ce with a thousand doors). The palace, however, has
numerous doors but not a thousand! Surrounded by the Pearl Lake this palace built by Nizam
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Humayun, has a rich collection of oil paintings, weapons, jewellery and manuscripts. The palanquin
used by the daughter of the last Moghul emperor, Aurangzeb, is also kept here. The palace library has
an original copy of Ain-e-Akbari and the armoury has a cannon used during the Battle of Plassey. The
Shia Imambara is right across Hazarduari. The mosque between the pa lace and the Imambara is called
the Medina Mosque. The mud used in the construction of this mosque was brought from Karbala at
Medina by Nawab Siraj-ud-Daula.
Another interesting palace to visit is Wasif Manzil, built by Sayed Wasif Ali Mirza, having a unique
collection of curious, paintings, arms and costumes. The Katgole Garden is also worth visiting. The
garden houses the white marble Paresh Nath Temple and a palace.
In old days Murshidabad was known worldwide for its prosperity and wealth. The infamous Governor
General of the East India Company, Robert Clive in a letter written to a friend, described
Murshidabad as more affluent than London. It was and is still celebrated for its silk, metal ware and
ivory toys. The battle of Plassey, in 1757, proved the turning point in the history of Bengal and sealed
the fate of Murshidabad.
After your tryst with monuments and history, you get a chance to visit the sericulture unit at
Murshidabad. For shoppers a variety of silks and other local products are available. After the day’s
excursion at Murshidabad, you come to Jorebangla in Aazamganj which has four beautiful terracotta
temples. And after your rendezvous with religion you sail back to Pearls Lake to get a rare glimpse of
an illuminated Hazarduari at night. At this time the reflection of the illuminated palace seems to
literally float on the lake.
Your next destination is Nadia district enroute to which you see the famous battlefield of Plassey. It
was at this battlefield, in 1757, that the English East India Company forces defeated Siraj-ud-Daula
and his French allies.
The cruise halts at the temple town of Mayapore to give you a feel of the reformist Vaishnav culture.
Mayapore is also renowned as the headquarters of the ISKCON (International Society for Krishna
Consciousness) movement. Resounding with bhajans and spiritual sermons the whole atmosphere at
the complex has an air of devotion about it. The Chandradoya Temple surrounded by a beautiful
garden is the main attraction here. Devotees are offered prasad an d delicious vegetarian meals after
prayers.
Across the river from Mayapore is Nabadwip also called Nadia. An ancient centre of Sanskrit culture
it was called the Oxford of the East in its heyday. It is also the birthplace of the founder of the
Vaishnav cult, Shri Chaitanya. The temple with the golden statue of Shri Chaitanya is the most
important shrine here.
The third day starts with a visit to Kalna situated on the western bank of the river. The temples at
Kalna, are built of bricks with intricate terracotta designs. A cluster of 108 temples dedicated to Shiva
is divided into two circles. The outer circle has black and white Shivalingas while the lingas in the
inner circle are white. The Pratapeswar Temple built by the Maharaja of Buidwar, Tej Chandra, is
equally revered. While the Lalji Temple is among the oldest temples at Kalna. This has five pointed
ornamental tops raised on a high plinth. But it is the profusely decorated Palki Krishna Chanraji
Temple which remains the main attraction. The tamarind tree in the temple court yard is 500 years old
and is associated with Shri Chaitanya.
After visiting Kalna yuou proceed to Chandannagar. Enroute to Chandannagar you cross Serampore,
originally a Danish colony. The palace here has found a place in the history of the Indian freedom
struggle. Gandhi came to Serampur during the communal riots of 1946. Gandhi Ghat commemorates
his visit. The Vrindaban temple in Guptipara, a cluster of terracotta structures, is similar to the
Dakshineswar temple. The Hooghly Imambara and the Portugese Bandel Chruch are other places
worth visiting.
Chandannagar, also known as Chandernagore was one of the earliest French settlements in India and
was relinquished by France at the same time as Pondicherry in the State of Tamil Nadu in 1957. It
was an important trading centre in the early 17 th century. The Institute de Chandannagore was
originally built in 1696 by the French East India Company as a naval storage centre. Now it houses a
fabulous collection of relics, paintings and a giant bedstead belonging to the ambitious Governor
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General, Dupleix, who wanted to consolidate French hold over India. Chandannagore has many
heritage buildings like the Rabindra Bhawan, the Clock Tower, St. Joseph’s Convent, the Nandulal
Temple, the Sacred Heart Church and the Strand.
After spending a few hours at Chandannagore the cruise takes its passengers to Belur, headquarters of
the Ramkrishna Mission, before setting sail on its return journey to Calcutta. A place for peace and
meditation, Belur attracts thousands of devotees every day especially for the evening aarti (prayer)
and as you disembark at the pier from the boat to be back in the flow of the river of traffic your mind
harbours fond memories of life on the river.
Recently, a cruise has been introduced on the Brahmaputra river in Assam from Guwahati to
Dibrugarh and back.

12.10 TRAVEL TIPS FOR THE POTENTIAL CRUISERS

Since most of the time you will be selling the cruise products of others, you ought to know some tips
for onward transmission to the customers.

12.10.1 Getting To Your Cruise Ship - What to Expect?

1) Consider purchasing trip/vacation cancellation and interruption insurance from your travel agent
or cruise line
2) Review your cruise documents in advance for important information, guidelines and tips
3) Prior to leaving home, call the airline - or check their web site for flight arrival/departure
information
4) Be at the airport early - 2 hours or more unless local circumstances require more time
5) Minimise your carry-on luggage AND be prepared to have them searched. Suspicious items
(knives, scissors, clippers, files, etc.) may be confiscated and subject you to a further delay
6) Make sure that your baggage is clearly tagged with your name and contact information and that
you have completed and attached the cruise tags provided with your cruise documentation
7) Verify that any required medical items are with you and not in checked luggage
8) Verify that you have the proper identification required for all travellers in your party and that it is
on your per son - not in checked luggage
9) Expects some delays and be patient
10) Enjoy your cruise and have a great vacation
11) The price of your ticket includes all of your meals and in-between snacks on-board; your
stateroom, activities, parties and entertainment, plus, an exciting voyage to some of the most
enchanting and culturally enriching places in the world.
You’ll find that a cruise ship is a floating resort, with all the things a fine resort has to offer and
more! You’ll meet new friends who share the same tastes and interests as you.
The hassles of an ordinary vacation are completely eliminated. A cruise is one convenient
package. You don’t have to worry about making dinner or nightclub reservations, running to
make flight connections as you travel from one destination to another, or packing and unpacking.
12) What sort of clothing should be packed?
a) Daytime wear: The general atmosphere on-board is elegant, but relaxed, and you will enjoy
dressing comfortably while indulging a variety of moods. Casual wear is best for the ship’s
restaurants and the Lido. Swimsuits, brief shorts, exercise clothing and cover-ups should be
reserved for poolside lounging, deck activities and the spa.
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 b) Evening wear: Savour one of the great joys of cruising with Cunard. The special glamour of
formal evenings is celebrated four times per two-week cruise, or Atlantic crossings of 6 to 10
days. On the World Cruise, dress may be either formal or informal when the ship is at sea and
informal or casual when the ship is in port. Dress suggestions are listed in the ship’s Daily
Programme so you may anticipate the tone of the evening. The suggested dress for the
restaurants and all public rooms* after 6:00 pm will be one of the following:
c) Formal: Tuxedo (alternatively a dark suit) for men. Evening gown or other formal attire for
women. Tuxedo's can be rented from the Royal Promenade shops on-board for a nominal
daily charge.
d) Informal: Jacket and tie for men. Cocktail dress, dressy pantsuit or similar for women.
e) Casual: For men, slacks and a sweater or shirt. For women, skirt or slacks with a sweater or
blouse. Casual wear is welcomed every evening in the Lido.
f) Clothing ashore: Naturally, the weather on your cruise depends on the itinerary you have
chosen. Layering your clothes always works best. For tropical cruises, bring light, open-
weave, loose fitting garments that can be paired with a lightweight jacket or sweater. For
cruises that take a more northerly route, pack extra garments to layer, such as a light topcoat
and some sweaters. Wherever your cruise takes you, be sure to have a lightweight raincoat, an
umbrella and comfortable walking shoes. If you wear glasses, it’s a good idea to pack an extra
pair. When dressing to go ashore, you will want to take into consideration the customs of the
countries you are visiting. In some ports, men and women should not wear shorts, and it is
best to dress conservatively. When visiting some churches and mosques, bare arms and heads
are not permitted. Occasional evening excursions may require more formal dress.
Full laundry, pressing and dry-cleaning services are available on-board. Your cabin attendant will
take care of pick-up and delivery. Same-day service is available at a 50% surcharge if requested
by 10 a.m. In addition, a complimentary self-service launderette with ironing facilities, washers,
dryers (and laundry soap at a nominal charge) is located on Three Deck, aft.

13) How much baggage should be carried?

You may carry up to four pieces of luggage per person in your cabin. No single bag or case
should exceed 42”x32”x42” in size and 50 lbs. in weight (other restrictions may be imposed by
the airlines). To protect your luggage, please be sure to mark each bag with owner’s name, name
of ship, sailing date and cabin number. Cunard’s responsibility in regard to baggage is covered by
the passage contract. Our optional travel insurance programme includes baggage protection up to
$2,000 per guest. Full details of the coverage will accompany your preliminary cruise documents.
Because of the volume of suitcases coming aboard, yours may not arrive in the cabin until after
sailing. Rest assured that every effort will be made to deliver them to you as quickly as possible.
Items such as medicine that you are likely to need soon after boarding should be packed in your
carry-on luggage.
If you wish to bring more luggage than the airlines allow, it is possible to have one large bag per
person placed on-board before the ship sails from a designated port, and have it waiting when you
embark. This unaccompanied baggage may remain on-board for up to 30 days prior to your
cruise, with the understanding that it is to be carried without liability to Cunard or its agents.
Please have your travel agent obtain the required forms and shipping details from Cunard.
Should you have any excess baggage that is not wanted during the voyage, your cabin attendant
will arrange to have it stored in the Baggage Room. Two small trunks per guest (one dimension
less than 30”) are allowed free of charge. Additional baggage not wanted in the cabin will be
stored at a charge of $5 per cubic foot with a minimum charge of $20. Maximum dimensions for
any single case are 60”x36”x35” in size and 80 lbs. in weight.

On transatlantic sailings, cars may be transported aboard QE2 if they fall within the dimension
limits. Please consult your travel agent for rates.
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14) Immunisations required
Requirements vary considerably depending on the area of the world visited and are subject to
change at any time. We suggest that guests travelling outside their country of residence consider
immunisation against Hepatitis A, Typhoid, Polio, Diphtheria and Tetanus. An international
certificate, approved by the World Health Organisation, is the best medium for verification that
inoculations and vaccinations have been satisfactorily performed, and is accepted by health
officials at all ports of call. We strongly recommend that guests contact their personal physician,
the Department of Public Health or the Centres for Disease Control to obtain expert medical
immunisation recommendations for their intended itinerary and travel plans and to specifically
address Malaria and Yellow Fever requirements in time to receive any necessary
vaccinations/immunisations and for them to take effect.

12.10.2 Cruise Line Security

First and foremost the cruise industry’s highest priority is to ensure the safety and security of its
passengers and crew. Cruise ships are inherently secure because they are a controlled environment
with limited access. Under normal circumstances security programs are stringent. But, in light of
recent events, we have strengthened those programs even further. In order to maintain an effective and
meaningful security environment our member lines have established strict and highly confidential
security procedures that cannot, for obvious reasons, be discussed in detail.
Cruise passengers, however, should be very comfortable with the additional security measures they
will see during their cruise vacation. This includes increased inspections of luggage and carry-on
articles, additional security personnel and controls, and the use of canine inspections.
Our member lines are working closely with local, state, federal and international authorities such as
the port authorities where our ships call, the U.S. Coast Guard, the U.S. Immigration and
Naturalisation Service, the U.S. Customs Service, the Federal Bureau of Investigation, and Interpol.
This will enhance the safety and security of everyone onboard our ships. Additionally, our member
lines have Security Officers who are responsible for enforcing security procedures onboard the ship.
At U.S. cruise terminals, port security includes screening procedures similar to those found at airports.
These procedures include the use of metal detectors for embarking passengers. Photo identification is
required for all guests, crewmembers and visitors who board any of our ships. The following
documents are required for all passengers boarding our member lines:
• US Citizens - A passport or a birth certificate (original or certified copy) plus a picture ID card
issued by a federal, state, or local government agency are required. A voter registration card or
Social Security card are not considered to be proof of citizenship. Children under 16 years of age
do not require a picture ID card.
• Non-US Citizens - Valid passports and visas (when needed) are required in addition to Alien
Registration Cards (ARC or "Green" cards) if an individual is a Resident Alien living in the
United States. Certain Canadian and Mexican citizens may travel with alternative documentation
depending on their alien status in the United States.
For customs and immigration purposes, guests are also required to have necessary visa, passport and
other travel authorisation documents based upon their nationality and country of residence.

Check Your Progress

1) List the factors which affect the price of a cruise?

…………………………………………………………………………………………………
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2) Explain how the fly-cruise concept works? What are its advantages?
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…………………………………………………………………………………………………

3) What pricing techniques you can use to achieve high occupancy rates?
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4) Which do you think is more important to the cruise industry, the first-time passenger or
repeat-client? Why?
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12.11 LET US SUM UP

Events have opened up new cruise opportunities for vacationers. Redeployments have taken ships to
destinations they may not previously have visited. The result is, undoubtedly, an increase in the
variety of destination experiences that complement the variety of onboard experiences that are
available to cruises these years. Moreover, in the year 2002, many new ships are joining cruise trade
and the capacity of these ships will help us satisfying the demand of approximately 70 million people
who have expressed their desire for cruising. Nowadays there is a shift from designing large ships to
provide more intimate environments, greater emphasis is also laid on suites and facilities. With
balconies and verandahs, more dining options and expanded communication capabilities and spa
facilities.

12.12 CLUES TO ANSWERS

Check Your Progress

1) Refer Sec.

2) Refer Sec.

3) Refer Sec.

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ANNEXURE I
¡ No | ˜ Yes

Ship Size Length of Cruise Cruise Type/Ship Style

Resort/Contemporary

Value/Traditional
Niche/Speciality
Cruise Line

15-21 Days
8-14 Days

22+ Days

Premium
3-7 Days
Medium

Luxury
Large
Small
American Cruise Lines ˜ ¡ ¡ ˜ ˜ ¡ ¡ ¡ ¡ ˜ ˜ ¡

Bora Bora Cruises ˜ ¡ ¡ ˜ ¡ ¡ ¡ ¡ ¡ ¡ ˜ ¡

Carnival Cruise Line ¡ ˜ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ¡ ¡ ¡

Celebrity Cruises ¡ ˜ ˜ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ¡ ¡

Costa Cruise Lines ¡ ˜ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ˜ ¡

Crystal Cruises ¡ ˜ ¡ ¡ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ¡

Cunard Line ¡ ˜ ˜ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ¡

Disney Cruise Line ¡ ¡ ˜ ˜ ¡ ¡ ¡ ˜ ¡ ¡ ¡ ¡

First European Cruises ¡ ˜ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ¡ ˜

Fred. Olsen Cruise Lines ˜ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ¡ ˜ ˜

Holland America Line ¡ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ¡ ¡

MSC Italian Cruises ¡ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ¡ ˜ ˜

Norwegian Coastal Voyage ˜ ¡ ¡ ˜ ˜ ˜ ¡ ¡ ¡ ¡ ˜ ˜

Norwegian Cruise Line ¡ ˜ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ¡ ¡ ¡

Orient Lines ¡ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ˜ ¡

Princess Cruises ¡ ˜ ˜ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ˜ ¡

Radisson Seven Seas Cruises ˜ ¡ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ¡

Regal Cruises ¡ ˜ ¡ ˜ ˜ ¡ ¡ ¡ ¡ ¡ ¡ ˜

Royal Caribbean International ¡ ¡ ˜ ˜ ˜ ˜ ¡ ˜ ¡ ¡ ¡ ¡

Royal Olympic Cruises ˜ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ¡ ˜ ˜

Seabourn Cruise Line ˜ ˜ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ¡ ¡

Silversea Cruises ˜ ¡ ¡ ˜ ˜ ˜ ˜ ¡ ¡ ˜ ˜ ¡

Windstar Cruises ˜ ¡ ¡ ˜ ˜ ˜ ¡ ¡ ¡ ˜ ˜ ¡

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